This research investigates the antecedents (brand congruence, brand prestige and brand distinctiveness) and consequences (positive word of mouth and brand commitment) of consumer- brand identification and relationship between brand attractiveness and consumer- brand ide More
This research investigates the antecedents (brand congruence, brand prestige and brand distinctiveness) and consequences (positive word of mouth and brand commitment) of consumer- brand identification and relationship between brand attractiveness and consumer- brand identification. This is a descriptive-survey study, and target population for this research are all customers of Samsung, LG and Bosch home appliances in Tehran. In order to measure the variables of the model questionnaire designed 26 besides the members of the sample (392 people from brand customers home appliances Samsung, LG and Bosch) have been distributed.in this study for analyzing of data, Lisrel software and SPSS was have been used. The results confirm the influence of all of the three drivers, namely, brand congruence, brand prestige and brand distinctiveness on brand attractiveness. As well as brand attractiveness impact on consumer-brand identification and consumer-brand identification impact on brand commitment and positive word of mouth. The results also show that brand congruence to be a positive influence on consumer- brand identification with mediating role of brand attractiveness.
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Leather is one of the most attractive and profitable industries and business in the world. However, the condition of the leather industry in Iran is different from the expected position and is still far from the desired level of production and export. The purpose of thi More
Leather is one of the most attractive and profitable industries and business in the world. However, the condition of the leather industry in Iran is different from the expected position and is still far from the desired level of production and export. The purpose of this study is to create and expand the importance of the national brand among the manufacturers of "Tabriz Leather" brand and to examine the consequences of this process and to help the brand productivity of companies. The statistical population of this research is all customers and consumers of Tabriz leather brand in the province of East Azerbaijan. The results of this research show that Brand Prestige has a positive and significant effect on Brand Attractiveness, while the effect of this variable (Brand Prestige) has not been confirmed on Customer Brand Identification. Also, the variables of Brand Distinction, Brand Social Benefits, and Brand Experiences affect the Brand Attractiveness variable and the Brand Attractiveness variable affects as well as the Customer Brand Identification variable and Brand Productivity. The results of this study indicated that Brand Distinction and Brand Experience have a significant effect on Customer Brand Identification And Customer Brand Identification has a positive and significant effect on brand productivity, but the effect of brand social benefits on customer brand recognition was not confirmed. The final results of this article show that in order to create brand productivity and other influential brand variables among consumers, should be considered in the brand management area.
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The present study was designed to investigate the relationship between brand attractiveness in brand acceptance by the customer. The statistical population of the study is all customers using Boroujerd sleeping goods products. A total of 384 sampling samples are classif More
The present study was designed to investigate the relationship between brand attractiveness in brand acceptance by the customer. The statistical population of the study is all customers using Boroujerd sleeping goods products. A total of 384 sampling samples are classified and selected from among the customers referring to the direct supply agencies of sleeping goods in Tehran, Government Branch, Parkway Branch, Punak Branch and Saei Branch. The questionnaires were distributed non-randomly among the statistical sample. The research questionnaire was made by a researcher and consisted of 6 dimensions and 28 items that were calculated in order to localize the values of reliability (Cronbach's alpha equal to 0.75) and validity (using factor analysis) during the research. The information obtained in the field distribution of the questionnaire was analyzed using Lisrel and PLS software. The research results showed a 95% confidence level. The relationship between brand experiences with brand attractiveness and customer brand recognition as well as social benefits of brand with brand attractiveness and other relationships examined was confirmed.
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